Will the "Topless Beer Can" catch on?

Sly Fox Brewing Company is the first brewery in North America to offer the 360 Lid, an "innovation" of sorts in which the entire lid of the can is removable. The result is that the can becomes a cup, allowing the full flavor and aroma of the beer to hit the drinker's senses. It's also pretty cool. Jumping on another trend, the metal in this can uses 10-percent less metal than traditional beverage ends and is infinitely recyclable, meaning it can be reused again and again with no degradation in quality.